• L-R: Geoff Lyons (PML Group), Bairbre Drury Byrne (Clear Channel), Gerard O’Neill (Amararch), Martin McCully (Liveposter), Louise Enright (Source out of home), Tony O’Flanagan (JCDecaux), Keith Brennan (PML), Antoinette O’Callaghan (Exterion Media) and Colum Harmon (PML Group)

PML Group played host to a cross section of the media and creative advertising industry in Ireland on November 20th 2018. We showcased OOH’s role in real world marketing and celebrated outstanding creative work. The Now & Next seminar also delved into the integration of data and mobile into OOH planning, Dynamic thinking in a digital and classic OOH world and the future of OOH into 2019 and beyond.

The event featured contributions from the Irish and International OOH scene.

The morning highlighted the role of data and technology in the planning and delivery of OOH marketing, as well as exploring developments in classic OOH and its role in a modern media mix.

Colum Harmon, Marketing Director of PML Group, discussed the evolution of the medium in a fragmented media landscape and how key pillars of OOH combine to deliver sophisticated mass marketing.

Louise Enright, Director of Source out of home and Keith Brennan, Account Manager of PML covered how data is influencing and informing the strategic thinking and planning of OOH in both classic and Digital formats.

Presenting the Dynamic difference, Gerard O’ Neill of Amárach Research, revealed the findings from fieldwork conducted on Cadbury’s recent Dynamic Premier League campaign.

Digital/Dynamic creativity was the topic of choice for Martin McCully, Global Design Director of Liveposter, who explained how creating dynamic and tailored creative for the medium results in more relevant OOH campaigns and how the medium can deliver.

And finally, a panel of Media Owners from JCDecaux, Exterion Media and Clear Channel answered queries on recent developments in the sector as well as what’s to come in 2019 and beyond.

To view the presentations, please click on the images below.